Macworld iWorld Expo 2012 Recap Report DMA: San Francisco Project Manager: Sean Bello sean.bello@campuscircle.net
5042 Wilshire Blvd., #600, Los Angeles, CA 90036 P. (323) 939.8477 F. (323) 939.8656
Overview of Campaign Campus Circle worked on the marketing of the 2012 Macworld iWorld Expo in San Francisco. Our efforts included the following outreach which is recapped in this report: (1) College Outreach Postering - At 7 college campuses in the SF DMA, Dedicated Emailing - To 86,100 college students in SF. And College Newspaper advertising - Stanford University/UC Berkeley (2) Facebook Advertising - Campus Circle oversaw a Facebook campaign that targeted four demographics including techies, college students, general Population (Targeting Science/Tech./iphone/ipad) and Citywide residents. (3) Alternative Newspapers - Campus Circle utilized online/mobile and print assets of the leading alternative pubs in SF including the SF Weekly and the San Francisco Bay Guardian. In addition, we utilized our own online assets (newsletter, website and email list) to support the Expo. (4) Social Media/Viral Marketing Campaign - We targeted online and social media communities to promote the Expo. (5) The Cobrasnake - We brought the artist, The Cobrasnake on board to shoot party photos, co-host an event, and document day to day activities at the Macworld iWorld Expo.
College - Postering (SF State University) at 7 San Francisco area college campuses. Total enrollment - 173,000 students
College - Postering (San Jose State Univ)
College - Postering (Santa Clara Univ.)
College - Postering (Stanford)
College - Postering (UC Berkeley)
College - Postering (Univ. of San Fran.)
College - Postering (City College of SF)
College - Dedicated Email
Campus Circle sent out a dedicated email to 86,200 college students in the San Francisco area. The stats for the email are as follows:
Size: 86,200 Opens: 8,485 (9.85%) Clicks: 1,735 (2.02%) CTR Opens: 20.45%
College - Print Ads ď Ź
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Campus Circle ran multiple ads in the UC Berkeley and Stanford school newspapers to promote Macworld iWorld 2012. Total Enrollment - 53,000 students
Facebook - Campaign #1[Tech]
Campus Circle ran a facebook campaign preceding the Macworld iWorld Expo that targeted various groups on the social media site.
Facebook - Campaign #2 [College]
Facebook - Campaign #3 [General]
Facebook - Campaign #4 [Citywide]
Alt. Newspaper - SF Weekly
Campus Circle utilized its connections in the alternative newspaper industry to set up a partnership between Macworld and the San Francisco Weekly. The SF Weekly did the following:
Ran two 1/2 page four color ads in the publication over a 3 week period. Hosted banner advertising on its website. Included banner advertising its weekly email newsletter. Sent out a dedicated email to its 14,000+ subscribers in the Bay area. Executed a mobile initiative. Posted information about the event via its social media channels.
SF Weekly Print Ads
SF Weekly - Banner Ad
SF Weekly - Newsletter
SF Weekly - Dedicated Email • Emails Delivered - 11,597 • Opens - 1,936 (16.7%) • Clicks - 108 (0.93%)
SF Weekly - Mobile Banner Ad
SF Weekly - Social Media Outreach
Alt. Newspaper - SF Bay Guardian
Campus Circle utilized its connections in the alternative newspaper industry to set up a partnership between Macworld and the San Francisco Bay Guardian. The Bay Guardian did the following for this year’s Expo:
Ran three 1/2 page four color ads in the publication over a 3 week period. Hosted banner advertising on its website. Included banner advertising its weekly email newsletter. Sent out a dedicated email to its 25,000+ subscribers in the Bay area.
SF Bay Guardian Print Ads
Ads appeared in 3 issues of The Guardian. 1/12, 1/19, 1/26 Circulation: 108,000
SF Bay Guardian Print Ads
SF Bay Guardian - Banner Ad Impressions - 325,834; clicks -1,387
SF Bay Guardian - Newsletter Ad The email newsletter reaches 25,000 Guardian members.
Alt. Newspaper - Campus Circle
Although Campus Circle is based in Los Angeles, our reach extends into the San Francisco. To promote this year’s Macworld iWorld Expo, we did the following:
Hosted banner Advertising on our website. Hosted a banner ad in our weekly email newsletter. Sent out a dedicated Email to our SF members Hosted a special offer listing page on our website promoting a code for free exhibition hall passes.
Through Campus Circle’s efforts, our promotion code was used 497 times by registrants.
Campus Circle - Special Offer
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Our Macworld iWorld special offer page was viewed 1,876 times during the course of the campaign.
Campus Circle - Newsletter ď Ź
The Campus Circle email reaches 29,000 members in Los Angeles.
Campus Circle - Banner Ads Impressions - 519,000; Clicks - 115
Campus Circle - Dedicated Email ď Ź
Campus Circle launched a dedicated email to our 4,800+ members in San Francisco. This email had a significant impact on 497 special offer codes for free exhibition hall passes.
Social Media Outreach
Overview We made effort to contact over 100 select communities. These were based on social media platforms such as facebook, meetup and others. Selection of these focused on Bay Area college communities and clubs that bore relevance to the expo’s theme, exhibitors and events. Sample posting and dialogue appear in the following pages. For a complete Social Media report, please contact Sean Bello.
Method Our primary directive was to target any regional college communities with an affinity to Apple/Mac and/or relevant subject matter. Examples are: local Mac Users Groups, Apple clubs, App Developers, Computer-related college depts., digital art/photography/film communities. Local music scene communities and artist-specific communities (such as South Park). Second to this we sought tie-ins relevant to the expo’s content such as music. We sought activation via partnering and outreach versus postings. In some cases, the community didn’t even offer access to a post-friendly environment so partnering was key. One such case was an inner-office memo at the Stanford University’s bookstore whose Apple+Mac dept. was pleased to receive our offer. Our offer included coupon codes to the event. We have found that generally, postings are less credible no matter how tactful or on topic. As a result, postings were always a second course of action and we strive to customize and draft these with tact and sensitivity to the community. We are pleased with our success both via partnering where community moderators ran with our message or did our bidding and postings that were responded to favorably.
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The Cobrasnake
Campus Circle secured “The Cobrasnake” for Macworld iWorld 2012 for party photos, event sponsorship and documenting day to day activities at the Expo.
In the glittering vortex that is the global 21st century nightlife "scene," you're nobody until you've been shot by Mark "The Cobrasnake" Hunter.
Over the past five years, "The Cobrasnake" has become the definitive photographer of global hipster culture, shooting everything from Indie Rock bands playing basement parties to DJ's spinning the latest remixes in exclusive clubs. His much imitated website, the first nightlife photo blog, gets over 500,000 unique hits a month. In the past year alone Mark has traveled to over 75 cities in 15 countries shooting parties and events, constantly searching for the latest trends and hottest fashions.
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